Task: Something new for New Year’s 

To create an interesting and engaging New Year promo for Café Coffee Day. 

Background: A lot happens over coffee 

Café Coffee Day is India’s largest café chain - 775 outlets across the country. With over 5 million youngsters walking in every month, Café Coffee Day is where the youth of India hang out over a cup of coffee and catch up with friends. Like Café Coffee Day promises, a lot can happen over coffee.

Process: New Year wishes take a whole new meaning

To understand the Café Coffee Day customer better, we spent quite a few hours over quite few days at the café. Over FreeThinking™ sessions that happened right there, we realized that there’s so much to Café Coffee Day than just coffee and snacks. It’s where the future generation of the country makes their plans for the future. It’s where youngsters share their hopes, their dreams and their fears with each other. And being a melting pot of the youth from different backgrounds and cultures, we realized that Café Coffee Day was just the place where you could start something new from. Something that could change the world, perhaps.

The result was the ‘Wishing Cup’ promo. Everybody who walked into Café Coffee Day was given a piece of paper on which they could write down their wish for the country. Then they had to drop it into the wishbox along with a couple of coffee beans. The Café would then compile all the wishes into a book, and send it to the country’s leaders and decision makers with some ground coffee beans. Urging them to read the book over a cup of coffee and do something for the good of the country.